Cannes Lions

CRUMPLE ZONES

OGILVY & MATHER CAPE TOWN, Cape Town / AUDI / 2016

Digital Proof JPG
Digital Proof JPG
Digital Proof JPG

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Overview

Description

Audi has pioneered the use of aluminium for safer cars. The highlight of this is the aluminium Audi Space Frame, a cutting edge invention which incorporates both predictable crumple zones and rigid zones that work in tandem to protect the car's occupants. These posters are a physical demonstration of the Audi Space Frame. Like the Audi Space Frame itself, the posters are made from aluminium - specifically printed on aluminium foil. And, like the Audi Space Frame, they work in a combination of crumple zones and rigid zones, working in tandem to protect the occupants of the Audi. The area of the poster around the image of the child is crumpled, while the image of the child remains rigid.

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